How to Follow Up With Customers

Try these three methods to help you drum up repeat business.

---Shares

March 17, 2003

Following up after you've made a sale will enable you to
capture repeat business, the cornerstone of most successful small
businesses. You can follow up by phone, in-person, or through the
mail. Here are some specific methods you can try:

Call customers a few weeks after a sale
If you run an autobody shop call all customers two weeks after they
pick up their car to find out how the car is and make sure they are
happy with the job your business performed. This will enable you to
address customer discontent, if any exists. This is also a good
time to thank them for their patronage.

Write a note
A handwritten note thanking a customer for buying from you is a
simple step that lots of business owners overlook. This type of
personal approach is almost always appreciated and remembered. Form
letter follow-ups are not recommended, since they lose their
personal touch.

Keep in Touch
Call your customers periodically to find out if their business has
changed in any way, and if you can help them with anything.
Customers will also appreciate being kept apprised of any new
developments, upgrades, or additional products.

Seek customer input
A survey such as the one below can be printed on the back of a
business reply card and sent out to all of your customers. It is
excerpted from Superstar Sales Secrets by Barry J. Farber (Career
Press). Farber recommends using this survey to determine where you
need to improve your follow-up and customer service:

Dear Valued Customer,

To assist us in determining how we may better serve you, please
complete and return this survey.

Your name ___________________________________________
Company name ________________________________________
Phone ____________________________ Date _____________

Please respond to the following by checking the appropriate
response.

Courtesy and Helpfulness of
receptionist

__ Excellent __ Good __ Fair __ Poor

Response to inquiries

__ Excellent __ Good __ Fair __ Poor

Courtesy, attitude & appearance of
staff

__ Excellent __ Good __ Fair __ Poor

Our company's communication with
customer

__ Excellent __ Good __ Fair __ Poor

Service of company's sales
rep(s)

__ Excellent __ Good __ Fair __ Poor

Overall evaluation

__ Excellent __ Good __ Fair __ Poor

Did sales rep respond to service call
right away?

__ Yes __ No

Would you recommend our product to others?

__ Yes __ No

Please call me to discuss my account.

__ Yes __ No

Comments

__________________________________________

__________________________________________

__________________________________________

__________________________________________

The views and
opinions contained herein are not necessarily those of American
Express and are intended as a reference and for informational
purposes only. Please contact your attorney, accountant or other
business professional for advice specific to your
business.